Web & Product Analytics platforms capture and analyze user behavior across websites and applications — tracking feature usage, session flows, conversion funnels, retention cohorts, and engagement patterns to inform product decisions. Core capabilities include event tracking and instrumentation, funnel and path analysis, cohort retention analysis, heatmaps and session replay, feature adoption metrics, user segmentation, and integration with experimentation and data warehouse systems. The category spans product analytics platforms (Amplitude, Mixpanel, Heap, PostHog) and web analytics tools (Google Analytics, Matomo) as well as behavioral analytics tools (FullStory, Hotjar, LogRocket) that combine session replay with quantitative metrics.